Until the rollout of the Bee Network, the brand was most commonly used in Manchester, though in the past, it was also employed in Glasgow, Newcastle, Liverpool, and Rotherham.

[10] Following UK North being delicenced, the Magic Bus ceased operating on route 192, with services provided by Stagecoach returning to standard liveried buses.

[13] In September 2014, route 141 commenced, funded by Manchester Metropolitan University, to serve its Birley Fields accommodation in Hulme.

[16] In 2018, Stagecoach started operating route 147, from Manchester Piccadilly railway station to West Didsbury,[17] after the expiry of the previous contract[18] with Bullocks Coaches, with the route being extended from its previous terminus at the Manchester Royal Infirmary to West Didsbury, but now omitting the hospital grounds.

As of June 2021, Stagecoach Manchester ran 51 Alexander Dennis Enviro400Hs and one conventional Enviro400 on Magic Bus services on Wilmslow Road routes 142, 143 & 147.

The Ayr operation used minibuses and larger single-deck buses branded as Magic Mini, which were introduced in February 2004.

The Magic Mini brand was also engaged in a miniature bus war on the Black Isle to Inverness route in the Scottish Highlands with local operator Scotbus, with Stagecoach in Inverness adopting aggressive tactics such as scheduling buses five minutes before the rival operator and undercutting fares.